Is Corporate Advertising Effective in a Crisis? The Effects of Crisis Type and Evaluative Tone of News Coverage
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Kim, S. | - |
dc.contributor.author | Choi, S.M. | - |
dc.date.accessioned | 2021-09-05T16:12:56Z | - |
dc.date.available | 2021-09-05T16:12:56Z | - |
dc.date.created | 2021-06-17 | - |
dc.date.issued | 2014 | - |
dc.identifier.issn | 1049-6491 | - |
dc.identifier.uri | https://scholar.korea.ac.kr/handle/2021.sw.korea/100836 | - |
dc.description.abstract | The present study examines how consumers respond to corporate advertising during a corporate crisis. In particular, it examines what impact two factors-crisis type and the evaluative tone of a news story-have on consumer responses to corporate advertising. Results of the experimental study suggest that the crisis type-an accident or a transgression crisis-is a critical factor affecting ad credibility and changes, between pre- and post-tests, in perceptions of and attitudes toward the corporation. In addition, the results reveal that while the effect of the evaluative tone of the news story is not statistically significant for each of the dependent variables, the marginally significant effect on the set of dependent variables calls for more careful attention to this issue in future research. © 2014 © Taylor & Francis Group, LLC. | - |
dc.language | English | - |
dc.language.iso | en | - |
dc.publisher | Routledge | - |
dc.title | Is Corporate Advertising Effective in a Crisis? The Effects of Crisis Type and Evaluative Tone of News Coverage | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Choi, S.M. | - |
dc.identifier.doi | 10.1080/10496491.2013.872216 | - |
dc.identifier.scopusid | 2-s2.0-84899676064 | - |
dc.identifier.bibliographicCitation | Journal of Promotion Management, v.20, no.2, pp.97 - 114 | - |
dc.relation.isPartOf | Journal of Promotion Management | - |
dc.citation.title | Journal of Promotion Management | - |
dc.citation.volume | 20 | - |
dc.citation.number | 2 | - |
dc.citation.startPage | 97 | - |
dc.citation.endPage | 114 | - |
dc.type.rims | ART | - |
dc.type.docType | Article | - |
dc.description.journalClass | 1 | - |
dc.description.journalRegisteredClass | scopus | - |
dc.subject.keywordAuthor | corporate advertising | - |
dc.subject.keywordAuthor | corporate crisis | - |
dc.subject.keywordAuthor | crisis type | - |
dc.subject.keywordAuthor | evaluative tone | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
(02841) 서울특별시 성북구 안암로 14502-3290-1114
COPYRIGHT © 2021 Korea University. All Rights Reserved.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.